A Strategic proposal by Cifer

2. ENGAGEMENT
BY
TYPE
ENGAGEMENT
BY
TYPE
Likes
44
per
post
Comments
1
per
post
Shares
618
9
79
6
per
post
0
20
40
60
80
100
120
140
Total
Engagement
on
Brand
Posts
Brand
Post
Engagement
Breakdown
Likes
Comments
Shares
16.2K
12.6K
8.3K
5.4K
706
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
0
2.0K
4.0K
6.0K
8.0K
10.0K
12.0K
14.0K
16.0K
18.0K
Engagement
As
A
%
Of
Fans
Total
Engagement
Fan
Page
Comparison:
Total
Engagement
on
Brand
Posts
Total
Engagement
Engagement
as
%
of
Fans
38%
29%
19%
12%
2%
HaLon
NaNonal
Ba…
Seylan
Bank
Pizza
Hut
Sri
Lank…
NDB
Bank
Sampath
Bank
RelaNve
Share
of
Engagement

3. 1.4
1.6
2.9
1.8
1.0
HaLon
NaNonal
Ba…
Seylan
Bank
Pizza
Hut
Sri
Lank…
NDB
Bank
Sampath
Bank
Brand
Posts
Per
Day
0
5
10
15
20
25
30
35
40
45
Brand
Posts
Fan
Page
Comparison:
Brand
Posts
Status
Link
Photo
Video
Other
BRAND
RESPONSIVENESS
BRAND
RESPONSIVENESS
Pizza
Hut
Sri
Lank…
100%
HIGHEST
RESPONSE
RATE
All
Brands
26%
AVERAGE
RESPONSE
RATE
0
40
8
13
0
0.0%
7.5%
100.0%
23.1%
0.0%
0%
20%
40%
60%
80%
100%
120%
0
5
10
15
20
25
30
35
40
45
%
of
User
Posts
Replied
To
User
Wall
Posts
User
Wall
Posts
&
Page
Admin
Replies
User
Wall
Posts
%
of
User
Posts
Replied
To

6. credit
cards
Offers
hotel
offers
restaurant
offers
credit
card
offers
sampath
credit
cards
hsbc
offers
standard
chartered
offers
best
credit
card
apply
for
a
credit
card
shopping
offers
clothing
offers
discount
offers
special
offers
visa
offers
amex
offers
american
express
offers
happy
hour
Sample
Search
Keywords
hotel
discount
offers
credit
card
offers
sampath
cards
sampath
credit
cards
offers
commercial
bank
credit
cards
commercial
bank
hsbc
hnb

7. Top Level Objec-ves
Create/increase/maintain
SampathCards
brand
awareness.
Monitor
and
maintain
the
SampathCards
brand
equity
on
the
digital
space
(online
reputaNon).
Create/increase/maintain
SampathCards
products’
awareness.
Create/increase/maintain
SampathCards
offers’
awareness.
Drive
traffic
to
the
SampathCards
website.
Drive
Sampath
mobile
app
downloads
and
subscripNons.
Gather
customer
demographics
and
behavioural
insights
on
the
digital
space.
Increase
the
customer
spend
on
SampathCards.
PosiNon
SmapthCards
as
the
preferred
choice
for
the
everyday
payment
method
for
the
foreseeable
future.
Convert
the
usage
of
Sampath
Debit
Cards
from
ATM
to
POS
payments.
Increase
customer
loyalty
through
brand
engagement
and
increasing
the
brand
reachability.
Generate
acNonable
leads
direct
markeNng
acNviNes.
Secondary
Level
ObjecEves
to
make
SampathCards
the
preferred
opNon
for
payment
above
current
and
emerging
compeNNon

8. Products
Master
and
VISA
Classic
Gold
Amex
Everyday
Master
and
VISA
PlaNnum
Signature
Infinite
Amex
Ultramiles
Business
PromoEons
Hotel
Shopping
Travel
Lifestyle
Special
Seasonal
–
April/December
Town
on
sale
Product
Launches
Special
Partnership/Events
Brand
CharacterisNcs

9. Digital
Channels
1. Search
AdverNsing
(ProgrammaNc
Buying)
2. Display
Network
AdverNsing
(ProgrammaNc
Buying)
3. Social
Media
Brand
Presence
4. Social
Media
AdverNsing
(ProgrammaNc
Buying)
5. Direct
Inventory
Buying
6. Digital
Displays
and
Hoarding
7. Mobile
Apps
8. Website,
Web
Apps
and
Landing
Pages
(SEO)
9. Direct
Emails
10. SMS
Technologies
11. Dialog
DAPP
12. Google
Maps
13. Foursquare
14. Online
ReputaNon
Management
15. Other

10. AdverEsing
Master/VISA
-­‐
Classic/Gold
1. Search
AdverNsing
(ProgrammaNc
Buying)
2. Display
Network
AdverNsing
(ProgrammaNc
Buying)
3. Social
Media
AdverNsing
(ProgrammaNc
Buying)
4. Direct
Inventory
Buying
5. Direct
Emails
6. Digital
Displays
and
Hoarding
7. SMS
and
IVR
Technologies
8. Dialog
DAPP
9. Other
Master/VISA
-­‐
PlaNnum/Signature/Infinite
1. Search
AdverNsing
(ProgrammaNc
Buying)
2. Display
Network
AdverNsing
(ProgrammaNc
Buying)
3. Social
Media
AdverNsing
(ProgrammaNc
Buying)
4. Direct
Emails
5. SMS
6. Dialog
DAPP
7. Other
Amex
-­‐
Everyday
1. Search
AdverNsing
(ProgrammaNc
Buying)
2. Display
Network
AdverNsing
(ProgrammaNc
Buying)
3. Social
Media
AdverNsing
(ProgrammaNc
Buying)
4. Direct
Inventory
Buying
5. Direct
Emails
6. Digital
Displays
and
Hoarding
7. SMS
and
IVR
Technologies
8. Dialog
DAPP
9. Other
Amex
-­‐
Ultramiles
1. Search
AdverNsing
(ProgrammaNc
Buying)
2. Display
Network
AdverNsing
(ProgrammaNc
Buying)
3. Social
Media
AdverNsing
(ProgrammaNc
Buying)
4. Direct
Inventory
Buying
5. Direct
Emails
6. SMS
7. Dialog
DAPP
8. Other

11. AdverEsing
–
Ad
types
Social
-­‐
Facebook
• Image
Ads
• Video
Ads
• Website
Visit
Ads
• Carousel
Ads
• Promote
Page
Social
-­‐
Foursquare
• Promoted
Places
• Place
Based
Ads
• Audience
Network
Search
-­‐
Google
• Text
with
extensions
• Text
without
extensions
Display
-­‐
Google
• Image
Ads
• Video
Ads
• Rich
Media
Ads
• Text
Ads
• Mobile
Ads
• Contextual
TargeNng
• Placement
TargeNng
• RemarkeNng
• Interest
Categories
• Topic
TargeNng
• Geographic
and
Language
TargeNng
• Demographic
TargeNng
• Above-­‐the-­‐Fold
AdverNsing
• Ad
Scheduling
• Frequency
Capping
• Exclusions
TargeNng

12. AdverEsing
–
Direct
Buying
Inventory
List
• Wow.lk
• Mystore.lk
• Adaderana
Network
• Hiru
Network
• Ananmanan.lk
• Dailymirror.lk
• Lankadeepa.lk
• Ikman.lk
• Tasty.lk
• Event.lk
• Tickets.lk
• Gossiplanka
• Findmyfare
• ESPNCricinfo.com
• Music.lk
• Nethfm.com
• Elakiri.lk
• Tharunaya.lk
• Lankacnews.lk
• Divaina.com
• Asianmirror.lk
• Veerakesari
• Tamilwin.com
• Baiscopelk.com
• Yamu.lk
• Economynext.com

13. Social
Media
–
Community
Management
Facebook
TwiLer
LinkedIn
Foursquare
YouTube
Google
+
Instagram
Offers
Brand
ProperNes
MoNvaNonal
Content
Socially
Relevant
Content
Special
Events
Social
Media
Surveys
Consumer
Insights
Brand
Engagement
Youth
Brand
Loyalty

14. Website/Web
App/Mobile
App
SampathCards
–
New
website
SampathCards
–
Mobile
Wallet
App
SampathCards
–
Seasonal
Offers
Landing
Page
SampathCards
–
Random
Discounts/Offer
App
SampathCards
–
Personal
Budget
Planner
App

15. Outcomes?
Give
value
addiEon
to
the
customers
and
Improving
the
overall
user
experience
of
SampathCards
Bring
the
customers
closer
to
SampathCards
and
Improve
the
brand
senEment.
Prepare
and
Secure
SampathCards
for
the
evoluEon
of
banking
and
provide
a
compeEEve
edge
over
emerging
compeEtors

16. Thank You